I have often heard of web marketers say that you only have four to seven seconds to get a visitor to stay on a web page. They don’t know how lucky they are. In fax broadcasting, you have less than a second.
You receive an ad via fax broadcast – how long does it take to decide whether you are going to read it or throw it away? I bet all it takes is a glance. This glance on average only takes about .25 of a second. If you have not attracted the recipient into reading the ad within this time, you have lost him and the work you put into the ad is lost.
Write your fax broadcast copy with the intention of grabbing attention within the first glance. There are other things that should be included but this is the first step. Read this earlier article for what should be included in your copy.
This is another reason why you can target the same area a number of times – it may take a number of times before the person actually reads the ad.
Once you have your foot in the door, you have to tell them what to do. There is no point in generating interest without giving the next step. This may be calling or going to a web page to order.
I have come across someone who had a phone number on the fax image while fax broadcasting but when some called the number, it just rang out. What a waste!
Always keep in mind what you are trying to do with any copy you write. After all you want a return for your valuable time spent on the whole campaign. Why include anything in an ad that is not going to help that cause. Being too detailed will work against you. Why would anyone want to read a text book before buying something?